Channel Conduit of the Week
- Small gestures that make big impacts on channel behavior
- Commonsense reminders that make the difference b/t you and your competition
- Elements that should be considered in a Channel Incentive Programs
Channel Conduit 7: Get the Award Right
Q.) When is a toothbrush an appropriate award for closing big deals and shift share? A.) When the participant picks that award.
Stick with me here. The first impactful reward program I ever participated in was the Kodak Rewards Program. When I say impactful, I mean it actually made me focus on selling Kodak and caused me to actively recommend Kodak over similar or equal products. As a result I earned many Kodak Points that I could spend on a few hundred different merchandise items. I ordered a few items including an iPod, Canon Camera, and even a TV. But the one that probably left the most lasting impression was a toothbrush. Yes, a toothbrush. I’m probably dating myself now, but this was when Oral B had just come out with the dentist recommended electric toothbrush. I would have eventually gotten around to buying an electric toothbrush regardless, but I certainly wouldn’t have been on the cutting edge of mouth hygiene. The OB Electric Toothbrush changed everything. I remember the enjoyment of brushing my teeth, of looking in the mirror and thinking, “Thank You, Kodak. Thank You, Kodak….”.
If Kodak had given me cash, would I be telling you about the Kodak Reward Program today? Would I even remember what I had spent it on? Would I have spent it on something as cool as a toothbrush? No, I would have probably taken it to the grocery store or something. See, you can pick great rewards for program participants depending on their demographic. Usually a group trip reward or individual experience rewards are can’t-miss, and have both an immediate effect and terrific staying power. But by far the best reward of all is the one that your participants pick for themselves. So give them lots of choices and you will be on the right track.
What are some of your favorite rewards from Rewards Programs?